It’s fast paced 🙂 but follow along. He speaks to where we’ve come from in the past 20 years and to where it’s going.

Well, as much as you can at this juncture.

Give it a watch, or do a walk and listen. It’s 23 minutes but well worth it.

The practical segway (i.e. how you can think about it). Is if you are in business today through this change – is attention rationalization.

For the past 20 years the amount of attention consumers have given digital screens has gone up year on year. With growing attention it was easy for us all to get more of it – as there was growing appetite.

However that will slow dramatically, for the sheer fact that there is only so much attention in a day.

Pair this, with at this point, most (if not all) of your customers are connected to the internet. And expect some or all of your service to be digitally enabled.

In that world, the amount of attention is a real currency.

The nearest proxy today is a CPC or CPV. Once you remove all the ‘fake attention’ from juiced metrics and bots. It really is a fixed currency, where everyone is competing against everyone else, all the time.

Seems silly but a Netflix show is competing with your reddit thread, is competing with the time you have to research a new doctor.

^ Someone right now is nodding as they read this.

Businesses which don’t adjust will simply evaporate. If they can’t earn digital attention, they are invisible to the market.

A blunt example is the rise of DTC brands, the brands flooding Instagram. Being top of mind drives sales – and if you can’t ‘earn’ attention in the feed. You lose out immediately. This small extrapolation can roll out to the entire digital mix.